1. How to Create a Successful and Profitable Training Business
WEEK 5

2. Recap Week 1: The Secrets of Success
Week 2: How To Love Selling and Marketing
Week 3: Group Coaching / Q&A
Week 4: How to Work Out What to Charge

3. How To Get Corporate Clients

4. ? How on earth do I get my foot in the door?
I want to break away from associate work but I never seem to get very far.
I’ve tried networking but the people I want to meet aren’t there? ?

5. BIG PROBLEM

6. STRATEGIES
ACTION
RESULTS

7. Why you should and can get corporate clients
How to save time, money, and energy by making sure you are meeting the right people for your business.
4 key strategies that will help you to meet training decision makers without resorting to cold-calling!
Results of my survey of Training Managers and Buyers of Training: what strategies get their attention and how do they source training providers?

8. Why You Should Get Corporate Clients
You can charge higher fees- fewer delivery days to reach your financial target.
You are in control
Opportunity to build a good relationship -> REPEAT BUSINESS
More satisfying

9. Barriers Big companies won’t use ‘one man bands’
You need to use aggressive marketing techniques
You can’t compete against the ‘big boys’
It’s difficult to meet decision makers
It takes too much time
People take too long to make a decision
I’m not good enough …
I don’t know where to start…

10. What Do Buyers Of Training Look For?
The BEST trainer for the job
Specialists not generalists!
Credibility is the key
Best fit for their people/organisation
Good value, not necessarily the cheapest
Professionalism
Dependability – low hassle factor
Know, Like, and Trust
LOW RISK

11. How do you measure up?
How can you demonstrate those things to your potential clients?

12. Strategy 1 Network at the Right Events
Conferences |
Industry Events
HR + Training Summits |
Industry Exhibits
Training Courses/ Industry Updates
Professional Institute Events
CIPD
Non Business Events
Meet Ups / Interesting Talks

13. Expensive?
Think SMARTER networking
Change your mindset

14. Your Networking Plan Set a time period: ideally 6- 12 months
Research events
Set a budget
Book and pay NOW! -> Schedule
Evaluate

15. Strategy 2 REFERRALS / INTRODUCTIONS High possibility of success
But ONLY if you have a strategy

16. Referrals / Strategy Who do you know? Make a list
Who could become an ideal referral?
Who has worked for a particular company or industry you want to get into?
Who is working in a particular company already?
Who speaks to your potential clients on a regular basis?
How well do they know what you do?
How motivated would they be to refer you?
What can you do to make that happen?

17. 5 Champions ___________________________ www.lopata.co.uk 5 Champions:
Andy Lopata

18. Asking For Introductions
Who do you know? Make a list.
Where do they work?
Who do they know?
ASK FOR INTRODUCTIONS

19. Hold On! I don’t like to bother them…
I don’t like to mix business with friends/family…
I don’t want to be seen as desperate or unsuccessful…
They might say no…

20. JUST DO IT!

21. Strategy 3 Using Linked In Example Fantastically powerful tool!
You can find anyone!
Hr Manager Asda
Advanced Search
Get name
See how you’re connected
Have a conversation
Ask for intro if appropriate

22. Linked In: Build Your Network
Add:
People you know
People you meet
People from other social media
signatures
Websites
Blogs
Apps and Extensions (e.g. sidekick)
People you may know
Accepting Invitations

23. Linked In: Build Relationships
NOT JUST A NUMBERS GAME!
Respond to Connection Requests like a real person!
Get social
Keep in touch
Use locations to organise meetings
Set up a network

24. Linked In: Use Groups
Target groups where potential clients will hang out
Use Groups Directory
Look at decision makers’ profile
Participate and show up
Connect outside of the group
Build relationship

25. Linked In: Get Found and Get Noticed
What would your potential client be looking for?
How easy would it be for them to find you?
Test it out!
See who comes up before you | Model their profiles!
Headlines | Key Words
Contact Information
Numbers of Connections
Showcase your work
Recommendations

26. Strategy 4: Building Links With Other Trainers
Use social media | #trainers
Join and participate in Groups
Join Trainer Networks
Trainer Talk

27. What Do Training Buyers Really Think? Results Of Survey
Where do you meet training providers you end up using?
How receptive are you to cold calls?
How receptive are you to direct mail or s?
If you have a training need, where do you go for help?

28. Q) Where do you meet training providers you end up using?
Industry Events
Conferences
Training Seminars
*Recommendations from my network/colleagues*

29. Q) How receptive are you to cold callers?
Pain
Not!
Hate them!

30. Q) How receptive are you to Direct Mail/ Emails?
In bin
Very rarely read
More than I used to!
Some are interesting to keep on file
Don’t get s
Don’t have time to read

31. Q) Where do you go to source training?
Linked IN
Post request on a training form
Google
ASK MY NETWORK

32. Important!
Strategies DO work
No magic wand
Time
Patience
Consistency

33. Why you should and can get corporate clients
How to save time, money, and energy by making sure you are meeting the right people for your business.
4 key strategies that will help you to meet training decision makers without resorting to cold-calling!
Results of my survey of Training Managers and Buyers of Training: what strategies get their attention and how do they source training providers?

34. Any Questions?

35. Next Week:
Group Coaching/Q&A